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Performance Measurement and Analytics Flashcards

7 cards from real SEM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Performance Measurement and Analytics flashcards as text

  1. What is the primary difference between 'All Conversions' and 'Conversions' in Google Ads reporting?

    Answer: 'Conversions' only includes actions you've selected to optimize for; 'All Conversions' includes every tracked action

    The 'Conversions' column only includes conversion actions set to be included in bidding, while 'All Conversions' captures every tracked action.

  2. An SEM manager wants to measure incrementality. Which method best achieves this?

    Answer: Running a geo-based or audience holdout experiment to isolate the causal impact of ads

    Holdout experiments with a control group that doesn't see ads are the gold standard for measuring the true incremental lift from SEM campaigns.

  3. Which Google Ads metric indicates how often your ad was shown in the very top position above organic results?

    Answer: Absolute Top Impression Share

    Absolute Top Impression Share measures the percentage of your impressions shown as the very first ad above organic search results.

  4. A campaign's CPA suddenly doubles. Which analysis should be performed first?

    Answer: Segment performance by device, time, and keyword to identify where the change occurred

    Segmenting by device, date, keyword, or audience isolates the root cause before making changes that could worsen performance.

  5. What does cross-device conversion tracking measure in SEM?

    Answer: Conversions where the click happened on one device and the conversion on a different device

    Cross-device conversions track user journeys that start with a click on one device and complete the conversion on another device.

  6. When should an advertiser use a Target CPA bidding strategy?

    Answer: When there is sufficient conversion history and the goal is to maximize conversions at a specific cost

    Target CPA requires at least 30-50 conversions in 30 days for Smart Bidding to work effectively, and is best when a specific acquisition cost goal exists.

  7. What is a micro-conversion in SEM analytics?

    Answer: A smaller user action that indicates progress toward a macro-conversion, like a newsletter signup or video view

    Micro-conversions are intermediate engagement actions that signal user intent and help optimize campaigns when macro-conversions are infrequent.